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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Marketing Research for the Tourism, Hospitality and Events Industries (Paperback)
Loot Price: R853
Discovery Miles 8 530
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Marketing Research for the Tourism, Hospitality and Events Industries (Paperback)
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This is a user-friendly textbook that covers qualitative,
quantitative and social media methods, providing tourism,
hospitality and events students and course leaders with an
accessible guide for learning and teaching marketing research. The
book contains essential information on how to conduct research on
visitor trends, experiences, preferences and lifestyles, shedding
light on customer preferences, product changes, promotional efforts
and pricing differences to ensure the destination is successful. It
offers guidance on how to write, conduct and analyze the results of
surveys, or use qualitative methods such as focus groups,
interviews, projective techniques and observation. It also
illustrates how social media can be used as a new means to
determine visitor preferences by analyzing online data and
conversations. Other content includes suggestions and examples on
turning research data into actionable recommendations as well as
advice on writing and presenting the final report. Integrated with
a wide range of case studies per chapter, this short and accessible
textbook is essential reading for all students wishing to gain
knowledge as to what visitors want from the travel, hospitality
and/or event experience.
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